ERIC Number: ED257090
Record Type: Non-Journal
Publication Date: 1985-Mar
Reference Count: N/A
A Trend Study of Advertising Content Used by Banks Before, During and After a Banking Collapse.
De Riemer, Cynthia; Baxter, Richard L.
To examine the content of newspaper advertisements used by banks before, during, and after a major bank collapse, issues of the Knoxville (Tennessee) "News Sentinel" from 1982, 1983, and 1984 were analyzed for bank sponsored product and nonproduct advertisements. These advertisements were studied for type, size, and content relating to categories of nonproduct or institutional advertising. The data revealed that Knoxville banks responded to the community banking crisis by increasing the number of ads during the 1982-83 crisis period but did not continue the increased activity in 1984. Moreover, product ads contained elements of nonproduct content, but the nonproduct ads did not increase markedly during any time period when compared with industry-wide standards. The ads appeared to emphasize how well the banking industry could serve the people of Knoxville, and did not address economic troubles. Strength and growth potential did appear in the ads but not in conjunction with any banking problems the community may have been facing. The institutional ads contained traditional content, such as mergers, growth history, diversifications, and so forth. (HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Tennessee